Water companies are adopting disinformation tactics similar to those used by the fossil fuel and tobacco industries with the widespread use of greenwashing to downplay the environmental harm they cause, a study says.

Environmental scientists analysed the communications of the nine main water and sewerage companies in England, and compared them with a framework of 28 greenwashing tactics employed, researchers say, by the tobacco, alcohol, fossil fuels and chemical industries.

The water companies have adopted 22 of these tactics to downplay environmental harm, misrepresent information, undermine scientific research, shift blame and delay action, the researchers say.